The next area framework we have is Reduce, This basically means what acts and activities do

leaders invest their time and effort in should be reduced well below their current level. 

1. Swiggy should reduce their delivery charges

So Recently they have raised their delivery charges in certain cities. Previously Swiggy
didn't charge delivery on orders above a specific limit, now currently it is charging Rs 35
on delivery for orders up to Rs 98 and Rs 25 for anything above that.
2. To reduce prices of their loyalty programme
On the loyalty front, Swiggy has hiked prices of its Super programme by 20%.

So overall increase in costs which is passed on to consumers might make consumers hesitant
to order food from the platform and also may lead them to switch to the competitors.
3. To reduce commission charges from Restaurants/Hotels
Generally, food aggregators charge commissions in the range of 18-25 percent. One of the
biggest changes in the food business in this pandemic is the shift towards takeaways and food
delivery through aggregators.
So the company can reduce the commission charged to some extent to boost their
partnerships.

1 shows that consumers are aware that edible cutlery are bio-degradable and eco friendly. It further
determines that consumers are still not comfortable to eat with edible cutlery and cannot be an
alternative for metal cutlery.

Fig. 2 indicates metal cutlery is favoured by most of the consumers. Disposable plastic cutlery is
preferred due to its low cost and ease of availability whereas edible cutlery has less variety and not
available easily

Limitations of the Research:

There is no research published regarding edible cutleries, in context of Bangladesh. Most of the
ground work has been carried from scratch. There have been various challenges in approaching B2B
customers for the survey, as many companies have shown resistance to partaking in the survey, thus
limiting the number of the B2B respondents to only nine organizations. Furthermore, the sample
population for both B2B and B2C surveys are concentrated in Dhaka city and further research in the
future may be required to ascertain a more comprehensive understanding of the demand and
buying behaviors. The research focuses mostly on the demand side and positive externalities,
whereas, the supply side issues such as cost of raw materials, transportation, cost of labor, rent, etc.,
has not been considered for which, the product’s actual price cannot be determined in context of
Bangladesh. However, with the help of secondary data on the cost of edible spoons made in India,
we have made an assumption on the pricing to be 3.5 times more than the plastic substitute.

Scope

c) Decent Work and Economic Growth: There is a huge scope of development and growth in the
entire value-chain of edible cutleries. For instance, dependency of sorghum would allow farmers to
cultivate the crop more and the production of edible cutleries would require labor intensive jobs.
We aim to follow a combination of democratic and team leadership approach that would allow our
employees a sense of belongingness in the company and a positive mindset that they are directly
involved in reducing pollution and tackling climate change. If edible cutleries are successful in
competing and eliminating plastic cutleries in Bangladesh, we would then take the next step of
exporting our products to meet the global demands, tapping the US$ 3 billion market, thereby being
one of the top contributors of export earnings in the country.

Practical Implication

The B2B customer segment for edible cutleries, comprise of customers (intermediaries) who require
the product when serving food to their customers (the end users). These are markets ranging from
fast-food restaurants, ice-cream parlors, cafes, catering companies, airlines, etc. For instance, when
we go to Movenpick, we order the ice-cream. The waiter serves us the icecream along with the
plastic spoon. We being the end user, use the plastic spoon to consume the ice-cream. Although we
are not directly paying for the plastic spoon, the cost of the spoon has been included with the price
of the ice-cream.